Marketers in Japan Slow to Adopt Marketing Automation - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Marketers in Japan Slow to Adopt Marketing Automation

About a third currently use it, and another third plan to

April 18, 2017

Just 28% of marketers in Japan who are aware of marketing automation say their employers use the technology, according to a February 2017 JustSystems survey. However, nearly as many say that while their company currently does not use marketing automation, they plan to incorporate it in the future.

Marketing Automation Tool Usage Among Marketers* in Japan, Feb 2017 (% of respondents)

Marketing automation adaption is lower in Japan than in other developed economies like the US: While not a direct one-to-one comparison, 69% of US B2B marketers had a marketing automation system in place in 2016, according to a report from DemandWave.

One explanation of the lag in marketing tech adoption may be due to marketers’ greater reliance on traditional media over digital in Japan—making new and alternative methods of marketing take a bit more time to catch on.

According to a February report from Dentsu, marketers spent ¥2,859.6 billion ($26.29 billion) on traditional media in 2016 vs. ¥1,310.0 billion ($12.04 billion) for internet, with traditional ads making up 45.5% of the total and internet making up just 20.8%.

But while traditional ad spending was higher, its annual growth rate declined 0.4%, Dentsu found, while internet spending increased 13%.

In January 2017 polling from GetResponse and Smart Insights, 65.5% of marketers worldwide said they use email automation tactics, by far the most popular of any marketing automation element.

—Ben Clague

New Report in eMarketer PRO This Week

Worldwide Ad Spending: The eMarketer Forecast for 2017

Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads. Preview Report

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.